千亿香氛市场的增长密码：疗愈、场景化、男性市场崛起

Core Insights - The fragrance market is experiencing significant growth, with high-end perfumes increasing by 21% in sales, although they only hold a 6% market share [4][10]. - The overall fragrance market saw a sales peak in May at 21.52 billion CNY, followed by a decline in June, raising questions about whether this growth is sustainable or merely a result of price wars [4][12]. - The market is characterized by a trend towards low-priced products driving volume, while high-end products focus on profit margins, with a projected increase in demand for scenario-based products by 2025 [4][10]. Market Trends - The fragrance category saw a year-on-year sales increase of 13.79% in the first half of 2025, despite a month-on-month decline [6]. - The price distribution indicates that low-priced items (0-32 CNY) dominate the market at 70.54%, but there was a 6.5 percentage point drop in April [11]. - Seasonal promotions significantly impact sales, with strong performance noted during the Spring Festival and major promotional periods, particularly in May [12]. Consumer Demographics - The primary consumer demographic is women aged 21-35, who represent 62.4% of the market, showing a strong preference for home and workplace fragrance products [15]. - There is potential for growth in the male market, which currently has a lower engagement, suggesting a need for gender-neutral fragrance options [15]. - Other target demographics include mothers and the elderly, with specific product recommendations for each group [15]. Product Development Recommendations - For home use, products like non-flame reed diffusers and multi-space fragrance solutions are recommended, focusing on relaxation and comfort [20]. - In the automotive and office settings, portable fragrance options that cater to male consumers' needs are suggested [22]. - Seasonal and gift-oriented products, such as zodiac-themed gift boxes, are proposed to enhance the gifting experience [24]. Pricing Strategy - A tiered pricing strategy is recommended, with low-priced products targeting students and young professionals, mid-range products appealing to middle-class families, and high-end products designed for affluent consumers [18]. - Emphasis on natural ingredients and functional benefits is crucial for mid-range products to attract consumers [18]. Innovation Opportunities - Cross-category innovations, such as combining fragrance with beauty products, are identified as potential growth areas [25]. - Regional strategies should be tailored, with artistic collaborations in first-tier cities and affordable fragrance bundles in lower-tier markets [26]. - Technological advancements, such as smart fragrance dispensers and sustainable packaging, align with consumer preferences for eco-friendly products [27].